Ashes An Investment Not Paying Off
The sheer amount of time and the volume of resources that went into preparing the Ashes for overseas tours would suggest that stellar results are expected. But really, this has not been the case for Australia’s pride after having slipped from the No. 1 spot in the ICC’s ranking (last year) to the No. 5 spot, this year, trailing behind South Africa, New Zealand, England and India.
Truth be told, it will probably be a relieved side Australian side heading home from India after the final Twenty20. It will mark the end of 16 months of sub-standard cricket on the sub-continent and throughout Asia. Truthfully, it’s been a very disappointing time on the road for the Ashes, all put into motion by a 3-0 series loss to Sri-Lanka last year. The 2-1 series defeat in India this year did not serve to make matters any better and it all came together in a very disappointing 1 all draw in Bangladesh in August.
The bitter pay dispute that had dragged on for months on end certainly added to the notion that all was not as it should be in Australian cricket.
Focus On Sponsorships
Meanwhile, in an attempt to streamline the behind the scenes admin and action, Cricket Australia has announced that Qantas will be the official men’s shirt partner for the 2017/2018 season. The agreement officially marks the first time that a commercial partner will have branding rights across all three formats of men’s international cricket in the country.
It’s all part of major changes being made to Cricket Australia’s commercial management and partnership model. Qantas has been the official airline partner for the Ashes and Australian cricket’s airline of choice. The airline has been moving players around between respective matches and venues on National and State level.
Cricket Australia general manager of Broadcasting, Digital Media and Commercial, Ben Amarfio, said that it was superb news that Qantas would be acting as the official shirt partner, especially during the Australian summer. The shirt is particularly visible during the summer months and makes for a powerful commercial advertising medium. Amarfio went on to say that the partnership held special significance because of Qantas being Australia’s national carrier.
The team at Qantas seemed equally excited at the prospect of extending the partnership with the Ashes and Cricket Australia. Chief Customer Officer at Qantas, Olivia Wirth, said that Qantas was proud to be associated with an emblem of national pride.
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